Instagram has begun testing unskippable ads, known as "ad breaks", which stop users from browsing until the ad finishes. These new ads, lasting around 5 to 10 seconds, are similar to those on YouTube, which has required users to watch ads before and during videos for years now.
Instagram, which has shifted from being a photo-sharing app to focusing more on video content through features like Stories and Reels, is exploring this format to benefit advertisers.
According to TechCrunch, a Meta spokesperson confirmed the testing, saying, "We're always testing formats that can drive value for advertisers." However, they noted that this is just a test, and there's no confirmation it will be implemented widely.
The first report of the ad breaks came from Instagram user Dan Levy, who shared a screenshot on social media platform X (formerly Twitter). Levy described the experience as a "bonkers move" since the ad blocked him from scrolling past it.
As per reports, if users click the info icon next to the ad, a message says the ad must be viewed before continuing to browse.
User reactions reflected widespread frustration. One user wrote, "Time to uninstall it."
Another commented, "'Ad Break'. I appreciate their concern for me. I'll use it as a healthy reminder when to close their app. Thanks Meta."
Another slammed the new feature, stating, "Looks ghetto, honestly. Not the IG vibe ppl have enjoyed despite its lack of original features."
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